Philip s



P. S. CHESS PACKAGE.

APPLICATION HLED MAY7. 1919. 1,312,61 1 Patented Aug. 12,1919.

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s 1; J Q Q E? J J U j J Q J FIB-EL l if e r TEE] WITNESSES PHILIP S.CHESS, 0F PITTSBURGH, PENNSYLVANIA.

PACKAGE.

l Specification of Letters latent.

Application filed May 7, 1919. Serial No. 295,395.

packages containing liquid or partly liquid or soft substances. I shalldescribe the invention as applied in marketing groceries.

Such groceries as preserved fruits, for example, jellies, fruit ]l1lC8S,vegetables, vine gar, olive oil, honey, and even-cheese and meat, arecommonly marketed in glass containers (bottles, jars, and the like), forglass is cheap, and the display of the goods themselves through thetransparent container walls aids in their sale. The bottles, jars, etc.,ordinarily bear labels, to indicat the nature of th contents, the nameof 'theproducer or vendor, and sometimes other matters. It is common toplace upon the label pictorial representation of the goods themselves,or of the'fruit or other article from which the goods are prepared. Itis to such pictorial representatlon upon the label which the containerbears that my invention connects itself. The picture upon the label isso displayed and arranged that the oods themselves, seen through thetransp rent container wall, shall enter into, and by form, or color, orboth, complete the presentrpent borne incompletely upon the label itselThe invention is illustrated in th accompanying drawings. They are notby any means exhaustive of the possibilities, but they are sufficientlyillustrative and suggestive. Theseveral figures show, in side elevation,packages to which the invention is applied.

Figure 1, by way of example, shows a bottle of grape-juice; Fig. 2 a jarof preserved cherries; Fig. 3 a jar of. jam; and

Flg. 4 a bottle of syrup. The label which the grape uice bottle (Fig. 1)bears is adorned w1th the pictorial representation of a bunch of grapes.Part (preferably the marginal part, as shown) of the cluster of grapes sdepicted on the label; but, over the medial portion, the label is cutaway, so that, when the bottle is filled, the color of the grape-juicewithin enters into the pictorial representation. Each portion of thecluster as thus represented enhances the attractiveness of the whole;the artificial outline and color of the grapes on the printed label givewhat'the otherwise monotonous dlsplay of the liquid within alone wouldfall, to give, while even the slight translucence o the grape-juice seenthrough glass affords a richness which printed paper alone could notsupply. The quality of translucence here alluded to becomes a much morenotable feature in the case of other articles honey, for example, ormaple syrup. It will -be observed, too, that this cut-away area,

this look-hole through the label, is advantageously arranged at thatvery portion of the fair area of the bottles surface throughwhichthe'contents may most advantageously be seen. At the same time, theover-all dimensions of the label are as great as may be, and the areafor the display of lettering is not disadvantageously encroachedlupon.

In the case of the cherry-bottle of Fig. 2,

Patented Aug. 12, T9319.

it is not the color and translucence alone of the .contents which'entersinto the; design, but the form too. The label bears the pictorialrepresentation of the stem of a cherry tree, with its leaves and fruit.Part of the fruit itself is preferably depicted in the label (thoughthere is not in this case the same necessity to supply re resentation oftheform of the fruit) while far the rest, it is the fruit within thejar, seen through a properly shaped opening in the label, whichcompletes the picture. Again, the pictured cherry stem enhances theattractiveness of the fruit, while the form, color, and translucence ofthe fruit within adds to the attractiveness of the picture. The featureof novelty too and distinctiveness is not lacking in advertising yalue.

Fine fruits nowadays are most carefully placed within jars, and peachesand plums may thus be brought to give their luscious color to pictoriallabels. In like manner olives may be treated, tomatoes, asparagus, andother fruits and vegetables.

Fig. 3 shows a jar of jelly, and (by way of suggestion) the picturethere displayedis of a slice of bread, partly spread. The still unspreadlump of jelly upon the bread is represented, not in print, but in thecolor of the jelly itself seen through an opening 1n the label.

Fig. 4 shows a bottle of syrup. The label does not in this instancecover th whole face of the bottle, nor is it interrupted in its extentwith an opening or look hole. It does not reach to the bottom of thebottle. The label bears a picture of a plate of hot cakes over whichsyrup has been poured and from which the syrup fiows in a picturedstream which merges in the pool formed by the syrup itself within thebottle, exposed below the lower edge of the label.

In each of these instances there is a combination of materials such asan artist may employ, to produce unusual and most inviting pictorialefiects.

It will be understood that in displaying goods dressed for the marketaccording to my invention, clever lighting arrangements may be resortedto and most attractive effects produced of the goods ranged on shelvesor stands or in store windows.

,size, and the characters borne sufficient size, to belegible-intelligibleto If, as shown In Fig. l3, there be a lookhole inthe label, this look-hole will preferably be an actual aperture-simplyan open space. On the other hand, this space may be filled with atransparent inlay, making the label physically continuous. Again, thepaper of the label may be a continuous sheet, by suitable treatmentrendered transparent over the desired area. Such alternatives areincluded in the term look-hole and generally in the phrasing of thisspecification.

The label need not be a separate entity, as of paper, pasted to thecontainer; it may in proper case be formed in or on the substance of thecontainer by such operations as molding, etching, sand-blasting,applying molten glass or other plastic-the color being supplied bypainting or by permeation of an applied plastic, or otherwise. The termlabel in the ensuing claims includes all such formations.

In the sale of groceries, the size of the container is notgreatordinarily it does not exceed a quart in capacity-and thesuperficial area is accordingly limited. The goods are ordinarily rangedon the shelves of stores, and, when so arranged, a few square inches(and only a few) of the surface of each container are exposed to View.There are two desiderata; one, that the labels be of sufficient by thelabels of one standing at a distanceon the floor of a grocery store, forexample, and looking at bottles ranged'on a shelf against the wall andbehind a counter; or, again, to one stand ing on a sidewalk, and lookingthrough a window at articles displayed-Within. The other desideratum isthat the transparent containers shall display the contents and attractattention and interest, by color, translucence, and appearancegenerally. But, because of the limitations of dimension already alludedto, labels of size sufiicient to serve best as labels, so far concealthecontents thatordinarily, if visible at all, they are to be seen onlythrough bottle necks and rounded and refracting sides and corners orjars, and where perhaps the color of the glass spoils the desiredappearance. It is common enough for the salesman in such stores to beobliged to turn their backs in order to reach to shelves and turnbottles and jars around, that the contents may be displayed tocustomers. In a word, the difficulty is at once to mark the goodsadequately and to display the goods through their transparentcontainers. It will be apparent that in the practice of my invention thegoods maybe displayed to best advantage and at the same time the maximumarea of label may be had for the display of desired or necessarywording, etc.

I have in the foregoing explanation laid emphasis on food and drinkproducts. It is with them that the invention has particularly manifestapplication. But it is applicable too, as will readily be perceived, totoilet preparations, paints etc., and even to museum specimens, in whichcase there is a simple matter of display not involving the marketing ofgoods. In such regard my invention is not limited in applicability. Ihave throughout described the container as made of glass. Ordinarily,such will be the case; but, manifestly, any transparent container issusceptible to application of my invention.

I claim as my invention:

.1. A package comprising a transparent container bearing a label, thelabel bearing pictorial representation of a colored object, andconsisting further of material within the container, the color of theobject depicted in the representation upon the label being borne in partupon the label and in part supplied by the material within thecontainer, displayed through the transparent container wall.

A package containing an article of distinctive form, and comprising atransparent container, a label borne by said container and bearingpictorial representation of the recognized surroundings of the articlecon tained within, and consisting further of an article within thecontainer, visible through the transparent wall thereof, and supplyingto the pictorial representation upon the label a presentment of thearticle itself, completing the picture.

3. A vendible package of preserved fruit, comprising a transparentcontainer, a label borne by said container and bearing pictorialrepresentation of a stem of the plant which produces the fruit inquestion, and consisting further of fruit within the con- 10 tainer,v1sib1e through the transparent wall In testimony whereof I havehereunto set my hand.

PHILIP s. CHESS.

Witnesses:

BAYARD H. CHRISTY, FRANCIS J. TOMASSON.

